Tracking requests, explained
What 10 common analytics and advertising requests are, who sends them and what their parameters mean.
- Floodlight activity requesthttps://ad.doubleclick.net/ddm/activity/src=<config-id>;type=<group>;cat=<activity>;ord=<n>A Campaign Manager 360 Floodlight hit that records a conversion or site activity.
- GA4 /g/collect requesthttps://www.google-analytics.com/g/collectThe request the Google tag sends to Google Analytics 4 for page views and other events.
- GA4 Measurement Protocol /mp/collecthttps://www.google-analytics.com/mp/collectGA4's documented server-to-server API for sending events, such as offline purchases, into a GA4 property.
- Google Ads conversion requesthttps://www.googleadservices.com/pagead/conversion/<conversion-id>/Requests the Google Ads tag sends to record a conversion or a remarketing visit.
- Google Tag Manager gtm.js requesthttps://www.googletagmanager.com/gtm.js?id=GTM-XXXXXXThe script download that loads a Google Tag Manager container or a Google tag. Its URL shows which container or tag ID a site uses.
- Meta Pixel /tr requesthttps://www.facebook.com/tr/The Meta Pixel event request. Every page view or event the Pixel reports is sent to facebook.com/tr.
- Microsoft Clarity /collect requesthttps://www.clarity.ms/collectMicrosoft Clarity's upload request. It sends batches of interaction data used for session recordings and heatmaps.
- Microsoft UET bat.bing.com requesthttps://bat.bing.com/action/0The Microsoft Advertising UET hit that reports page visits and custom events to Microsoft Advertising.
- Pinterest Tag ct.pinterest.com requesthttps://ct.pinterest.com/v3/The Pinterest tag conversion request for page visits and events such as checkout or add to cart.
- Universal Analytics /collect requesthttps://www.google-analytics.com/collectThe hit sent by legacy Universal Analytics tags. Universal Analytics no longer processes data, so it usually means an old tag is still on the page.
About this reference
Each entry explains one tracking request you will see in your browser's Network tab: what it is, who sends it, what usually triggers it, and what its most useful parameters mean.
Every parameter is labeled. Vendor-documented parameters come from the vendor's own documentation. Some requests, such as the browser requests sent by Google tags, are not fully documented, so parameters marked commonly observed reflect how practitioners widely read them.
Know when a tag stops firing
TagPipes Auditor checks with real browsers that your marketing pixels fire with the right parameters, and alerts you when tracking breaks. Pulse checks how marketing tags behave against your consent banner.
TagPipes monitors, configures and reports. It does not determine legal compliance and does not provide legal advice. Output is informational and reflects observed state at the time of observation. Rawsoft's expertise is technology, not law; please confirm any regulatory interpretation with your own counsel.